The financial planning you need for your journey

Making smart choices today can help lead you down the path toward financial independence. As experienced professionals, we can help you get there with our consistent and stable approach to preserving your financial well-being. We hold ourselves to high standards and offer you constant support – if you need guidance, we’re always a phone call away.

Sue Appleby, CFP®
Sue Appleby

Financial Advisor

Sue finds a great deal of meaning in helping guide clients toward achieving their vision – whether that vision includes a new home, sending a child to college, retiring early or simply enjoying a comfortable retirement. Many of her clients are local, and she gets to know the families and individuals she serves on a deeper level. She carefully crafts realistic financial plans for all of her clients, taking into account their unique needs.

As a CERTIFIED FINANCIAL PLANNER™ professional, Sue adheres to the highest ethics and commitments to professionalism and continuing education. Her more than 25 years of experience in the industry includes working as a financial advisor for Resource Investments, as well as leadership roles at Edward Jones, where she had a hand in advising and training. During her 16 years at Edward Jones she was selected as broker of the year for her region based on her customer service skills, production and service to the company, and also was honored for her role in mentoring other advisors.

She graduated from Genoa-Kingston High School and studied at Illinois State University, Kansas State University and Northern Illinois University, majoring in early childhood education.

Giving back to the community is very important to Sue. She’s a member of the Zonta Club of Belvidere and has served as president, vice president and board member for the club. She has also served on the board of the Belvidere Noon Rotary Club and the Belvidere Area Chamber of Commerce, and is past president of the chamber of commerce. She volunteers her time and energy to Meals on Wheels and The Salvation Army and is a member of Genoa Methodist Church.

The Illinois native lives with her husband, Steve, in Kingston; they have three daughters, Sarah, Kate and Beth, and five grandchildren. Away from the office, Sue enjoys spending time with family, golfing, traveling, swimming and gardening.

Raymond James is not affiliated with any organizations mentioned.

Certified Financial Planner Board of Standards Inc. owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™, CFP® (with plaque design) and CFP® (with flame design) in the U.S., which it awards to individuals who successfully complete CFP Board's initial and ongoing certification requirements.

About Raymond James

About Raymond James

In 1962, Bob James set out to build a different kind of financial services firm – one that put people, planning and principles first. And now, more than 55 years later, Bob's different kind of firm is one of the leading independent financial services companies in the United States.

Raymond James has grown to become a well-respected, widely recognized multinational firm with distinct business units that serve a variety of clients, from individuals and small business owners to municipalities and major corporations.

Milestone spotlight

October 19, 1987: Black Monday. While other firms closed their trading desks to minimize internal losses, Raymond James kept its desks open to meet clients’ needs. Because of Raymond James’ agency-based business model and commitment to client service, this was our first, last and only unprofitable quarter since the firm went public.

We can be sure the markets will change over the next 25 years, and that our industry and firm will continue to evolve. What won’t change is our commitment to the values that have driven our success.

By the numbers*

  • 126 consecutive quarters of profitability1
  • Approximately 7,900 financial advisors
  • Approximately $824 billion in total client assets
  • BBB+, stable outlook credit rating (S&P)2

It’s been our privilege for more than 55 years to support the goals of our clients and to give back to the communities in which we live and work – and we look forward to continuing to do so for many, many years to come. To take a “scroll” down memory lane, explore our history at RAYMONDJAMES.COM.

*As of 06/30/2019
1Past performance is not indicative of future results. The information provided is for informational purposes only and is not a solicitation to buy or sell Raymond James Financial stock.
2A credit rating of a security is not a recommendation to buy, sell or hold securities and may be subject to review, revisions, suspension, reduction or withdrawal at any time by the assigning rating agency.

Why choose a CFP®?

Why work with a CERTIFIED FINANCIAL PLANNER™ professional?

Most people think all financial planners are “certified,” but this isn’t true. Anyone can call himself or herself a “financial planner.” Only those who have fulfilled the certification and renewal requirements of CFP Board can display the CFP® certification marks.

Individuals certified by CFP Board have taken the extra step to demonstrate their professionalism by voluntarily submitting to the rigorous CFP® certification process that includes demanding education, examination, experience and ethical requirements. These standards are called “the four E’s,” and they are four important reasons why the financial planning practitioner you select should display the CFP® certification marks.

CFP® Certification Requirements: the four E’s

Education: CFP® professionals must develop their theoretical and practical financial planning knowledge by completing a comprehensive course of study at a college or university offering a financial planning curriculum approved by CFP Board. Other options for satisfying the education component include submitting a transcript review or previous financial planning-related course work to CFP Board for review and credit, or showing the attainment of certain professional designations or academic degrees.

Examination: CFP® practitioners must pass a comprehensive two-day, 10-hour CFP® Certification Examination that tests their ability to apply financial planning knowledge in an integrated format. Based on regular research of what planners do, the exam covers the financial planning process, tax planning, employee benefits and retirement planning, estate planning, investment management and insurance.

Experience: CFP® professionals must have three years’ minimum experience in the financial planning process prior to earning the right to use the CFP® certification marks. As a result, CFP® practitioners possess financial counseling skills in addition to financial planning knowledge.

Ethics: As a final step to certification, CFP® practitioners agree to abide by a strict code of professional conduct, known as CFP Board’s Code of Ethics and Professional Responsibility, that sets forth their ethical responsibilities to the public, clients and employers. CFP Board also performs a background check during this process, and each individual must disclose any investigations or legal proceedings related to their professional or business conduct.

CFP® | Certified Financial Planner™ |
Certified Financial Planner Board of Standards, Inc., owns the certification marks above, which it awards to individuals who successfully complete initial and ongoing certification requirements.